Research Project: Digital Technology's Impact on BA's Consumers

This report investigates the influence of digital technology on consumer decision-making within the travel and tourism sector, using British Airways as a case study. The research explores how digital platforms, such as Google Drive, YouTube, and Skype for Business, impact consumer choices and communication strategies. The study's objectives include determining the best digital technology platform for consumer interaction, evaluating the influence of technology on consumer decision-making, and identifying challenges associated with digital technology adoption. The findings indicate that digital technology significantly affects the travel sector, enhancing organizational productivity and communication. Recommendations for British Airways include leveraging Skype for Business for enhanced collaboration, security, and cost-effective communication. This analysis provides valuable insights into the role of digital technology in modern business practices and consumer behavior.

Digital technology is one of the important and crucial
sector which has to be considered for conducting
operations in proper and relevant manner. There is
requirement of change in business activities as well, so it
is easy and specific for consumers to determine and
understand changes properly (Chen and et. al., 2015).
There are many changes taking place in digital platform
such up- gradations of techniques, arrival of new
technology, etc.
Aim of conducting this study is: To determine the
influence of digital technology on consumer decision
making in travel and tourism sector. A study on British
Airways.
Research objectives
To determine the best digital technology platform for
interacting or communicating with consumers.
To evaluate the influence of digital technology over
consumer decision making.
To study the challenges which arise in using digital
technology for British Airways.
Introduction
Research aim and Objectives
Results Discussion and Conclusion
Research Project
Title: The influence of digital technology on consumer decision making in travel and tourism sector. A study on British Airways.
Theme 1: Digital technology creates an influence on
consumer decision making
Interpretation: With respect to above diagram it is
interpreted that 45 respondents are supporting the fact
that digital technology creates an influence on consumer
decision making in travel and tourism sector where as 5
respondents are seeming against of this fact.
Theme 2: Best digital technology platform for
interacting and communicating with consumers
Interpretation: With respect to fore stated pie chart it can
be said that 15 respondents are in favour of Google
drive as being the best digital technology platform for
interacting and communicating with consumers whereas
20 supports use of you tube further, 15 individuals are in
support of Skype for business.
On the basis of this research project it can be concluded that
travel and tourism sector is getting influenced and affected by
digital technology which is enhancing the productivity and
operation level of organisation of this sector. Use of various
digital technology platforms like Google drive, YouTube,
Skype for business, etc. are made by organisation of tour and
travel sector to have a better and cost effective way of
communication with customers and employees to have
effective decision making.
Reflection
On the basis of evaluation of above findings following
recommendations can be made for British Airways effective
adoption and implementation of digital technology within the
organisation to avail the positive influence of digital
technology:
Use of Skype for business facilitates a cross platform within
the organisation thus, it is recommended for British airways
as it provides a better collaboration among team members and
employees to communicate with one another therefore, lead to
effective decision making. At the same time use of Skype for
business provides a high level security authentication along
with an enhance productivity and communication that cuts the
costs of business travel.